This was a brand redesign for a Safeway Select campaign promoting the reduction of plastic water bottles and encouraging the use of an aluminum, re-usable water bottle. I aimed to redesign the brand to reflect more sustainable values and products that would also enable Safeway customers to participate in sustainable daily practices. The water bottle was white, featured the new green logo, and could be sold individually, or in a family-pack of six, packaged in a carrying case made from recycled cardboard.
The promotional materials for the campaign included full-page magazine spots, six-pack carrying cases, gift bags, stickers, t-shirts, billboards and animated and static versions of a web banner. After doing consumer research, it was decided that the campaign would target mainly students, ages 15-25, as survey participants responded to the green movement, and shared a passion for sustainability, as well as being economically conscious.